“Not everyone can relate to dunking, but any player can relate to changing direction.” – James Harden
This insight, reinforced by the main product benefit of ForgeFiber inspired us to celebrate what James does better than anyone else on the court – start, stop and change direction. Or as we like to put it Gas. Brake. Cook. This concept drove the development of tools for the campaign and informed the strategy of executions across a range of channels. From photography to design to motion to activations, the campaign was designed to mimic the disorienting experience of trying to guard James Harden.
Silver Award Winner in the Graphis Advertising Annual 2019
HOW InHouse Outstanding Achievement
We brought this idea to life through different visual techniques - experimenting with photography, color, printing, time and motion to visually demonstrate the disorienting experience of trying to guard the 2018 MVP. The result was a cross-platform campaign born from insights about James Harden’s game with a bold, progressive creative direction designed to disrupt the basketball marketplace. We expanded the concept of “changing direction” through disruptive digital, social, retail and event executions.
I was involved with the entire campaign creation from initial briefings through final asset delivery. My role as a designer on the project was to help craft the overall look, feel and tone of the campaign with direction from my Senior Designer and Design Director. I was directly involved in the following aspects of the project:
• Curating initial moodboards
• Creating creative direction sell-in presentations
• Lead product photography shoot and retouching
• Creating the warped scanner treatments on athlete and footwear creative
• Creating screen printed versions of warped creative
• Guiding and building final deliverable toolkit and guidelines
• Final asset prep and delivery